Send ad clicks to a long personal quiz on your website, not the App Store

David BarnardWe've been talking through scaling up on Meta, but one thing we haven't discussed is that you send most of your traffic to the web or all your traffic to the web, not to the app store. Why do you do that?

Ethan EthierYeah, so about 90% of our traffic is actually going to our website, and we have a really long personalized quiz that we send all leads to on our website. The reason we do that is because it educates this quiz that we have, we've tested multiple times, but it educates the user on the actual product, it overcomes objections, and it increases the perceived value of the product while also helping them understand how personalized the product actually will be for them.

Ethan EthierSo for one, it increases the overall perceived value, but secondly, we actually use a lot of their questions in the quiz to build their personalized plan in the app. So it's kind of a twofold, and we've also tested the running traffic to the app store versus the quiz, and we've noticed that the quiz just has a much higher conversion, likely because of some of the users right now who are going directly onto the app store have a lot of a higher intent, so maybe they don't need to take that quiz right away, but down the road, it is something we're considering on retesting.

David BarnardYou basically matched the quiz almost one for one in the app compared to the web, but you saw way better traffic on the web versus the app?

David Barnard… of just trying to get to a solution quickly, like, give me my workout plan, I'm going to go work out or whatever, or just more solution-focused, where on the web, you're maybe a little more researching and open to reading a little more. You're maybe not checking out at a grocery store or whatever where your attention is split. Do you even track the difference between being on mobile versus being in a desktop environment or anything like that?

Ethan EthierYeah, so the majority of our traffic is definitely on mobile, so we're just tracking conversions separately. And funny enough though, we ran that same experiment with setting up the quiz on Android, and that actually is converting equivalent to our conversions on the web. It's just not the Apple Store users.

David BarnardLet's dive into pricing, and I love the Gym Buddy two-person plan, so I'm curious about that. So what is your pricing and how do you think about pricing? Especially with running ads and thinking about conversion? Did you change your pricing once you started doing ads or had you dialed in your pricing and feel like that's actually been pretty effective once you started ramping up ads?